Google makes RSA the default ad type

New Ideas in MarketingEssential news for marketers, summarised by YouGov
February 19, 2021, 2:06 AM UTC

Marketers can enhance flexibility, the performance of ads and improve clicks and conversions up to 10% with Responsive Search Ads (RSA).

Google’s RSA will now be set as the default ad type for search campaigns in Google Ads. Advertisers can leverage RSA to create multiple headline inputs and various ad copy variations. Expanded text ads can still be created for search campaigns.

Machine learning tool will be used to determine the best performing ad variations, based on people’s search queries. With shifting consumer behaviour, responsive ads allow advertisers to compete in the changing search market environment.

Further, the ad strength score provided by Google can help marketers enhance the performance of their RSA. Advertisers are recommended to use Smart Bidding location and review cross-campaign asset reports to improve the performance of their ads and understand which creatives work the best.

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